A comparison of farmers market and grocery store prices in West Central Minnesota found that farmers market prices during peak growing season were highly competitive with regional grocery store prices.
The average price of a produce-only market basket was less at farmers markets than at grocery stores, costing consumers $12.85 and $14.33 respectively. University of Minnesota Extension partnered with the Center for Small Towns at University of Minnesota Morris to collect price data for a market basket of goods at seven farmers markets, six mainline grocery stores, and two natural food stores during peak growing season in July and August 2014.
The primary purpose of this research was to learn the extent to which farmers markets are price competitive, as well as to provide data to vendors and farmers market organizers to help guide pricing strategies. Information on how market vendors can apply the study findings is contained in the final report, available online in PDF.
